PR and Social Media

UMSL Digital Certificate Marketing

Jill Alexander


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Instructor Jill Alexander

Course Dates

Friday, November 15, 2024

Course Times

9:00AM – 5:00PM

Certificate Hours

7 Hours


UMSL North Campus

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You will learn about Public Relations and Social Media in a safe live classroom setting. We are limiting the size of the course up to 20 students for better engagement and safety. This will allow us to bring the best to you in the current circumstances. UMSL Digital is aware of the global situation, which is why we are creating a safe learning environment for our students.

There is a new world of marketing and PR. In this new world, PR has surpassed advertising campaigns. It is more important than ever for organizations to tell their story. Consumers are looking beyond the brand logo to learn more about how a company behaves, who works there and how the employees feel about the work environment. Social media has become the door to storytelling. This requires compelling content with visuals that position you or your company as a thought leader, as an organization that cares about the world we live in and the people who work with us. In this course you will build a PR plan that considers paid, earned, owned and shared media (PESO); create compelling content designed to accomplish your goals, establish a content calendar to ensure that the time and money you spend creating is not wasted.

Course Outline


  • There is more than one public in public relations
  • Understanding stakeholder segments
  • Select social media channels best aligned to tell your story
  • Use the PESO model to build a cohesive plan
  • Content Calendars – the key to building covering it all


  • Write. Edit. Share. Repeat. And don’t forget the Visuals.
  • Write to Solve Problems – storytelling tips and tricks
  • Create Compelling Visuals – sometimes you need to hire a freelancer, and sometimes you don’t
  • Working with Influencers – Advertising or PR?

Who should take this course?

Small business owners, nonprofit marketing and PR professionals, corporate public relations practitioners, government public affairs employees, and anyone interested in creating compelling content and telling their story on social media.

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